Sorry, but Gruber has zero experience in that field. All he can do is base vague assumptions on what he has heard in other press reports over the years.
Yes, a design freeze usually happens much earlier. Yes, tooling, production lines, quality control, as well as the whole supply chain and worldwide logistics, marketing, and much more have to be set up in time and orchestrated. All that usually happens with what (industry) outsiders would consider a crazy amount of headroom. (I haven’t worked much in consumer electronics. Small tangent. But I have work in design in other industrial fields that often also use a yearly release cycle.)
Yet, what Gruber misses is that a company the size of Apple that goes into full-on panic and damage control mode, can (easily in Apple’s case) and will move mountains to not ruin their reputation (again) this year. Whether that was a success is up to judgment.
Yet, you should never look for reason in a company’s actions in that case.
I’ve first-hand seen companies (yes, plural) set up all the above for products of much higher production and assembly complexity than a Watch in 6-8 weeks if panic comes into play.
As an example: One first-tier supplier accepted high contract penalties from several customers caused by late deliveries just to fulfill that one key customer’s order. All while making a significant short-term loss on all of the portfolio projects just for that shimmer of hope to remain a supplier of that one key customer in the future. Panic? Yes. Rational? No.
What Gruber also doesn’t understand is that a company of the size of Apple doesn’t design “just one Watch”. There are hundreds of prototypes made digitally and physically and often in parallel. They did not start from zero a few weeks ago. It’s the job of their systems engineers to freeze designs of parts or partial assemblies to allow for interoperability even if the final packaging and casing are not fully set.
It is entirely plausible to re-use a previously overthrown design “from the drawer” as a fall-back.
This is why I am also not at all surprised we’ve seen such a sophisticated rumor about the iPhone 14 already. You don’t want to know how many years in advance the work on one product in other industries starts.
The explanation that the new larger flat screen unit was reused and just put under a thicker “front crystal”, as Apple calls it, and to reuse the new charging unit just cramped in the non-flat casing variant together with the old S6-based board simply makes sense.
Teams work on those parts independently and the S6 base is most likely used for prototyping anyways. The S6 can push those few more pixels around with ease. The S-chips are also quite adaptable and modular already. Otherwise, they wouldn’t be reused to drive the HomePod Mini.
Maybe, due to an internally shrunken charging/sensor unit and the slightly taller and wider case they were able to fit in a few more mAh of battery capacity to compensate for the larger screen and higher brightness to meet their minimum usage duration criterium of 18h.
Manufacturing-wise this entirely checks out.
I am more than curious to see the iFixit teardown of the series 7 this year.
I’m sure there will be oddities and some dead give-aways.